How to Design a Win-Loss Survey
Learn why buyers selected or rejected an offer without turning sales assumptions into survey answers.
The Short Version
Learn why buyers selected or rejected an offer without turning sales assumptions into survey answers. A practical way to begin is to define wins, losses, no-decisions, and the appropriate respondent, then contact respondents soon after the decision. Finish by making sure you aggregate patterns and avoid using research to evaluate individual salespeople. The full walkthrough below explains each part in order.
Is This Guide for You?
B2B marketing, sales, product, and strategy teams studying completed buying decisions.
Follow These Steps
Work through these 6 steps at your own pace. The wording is intentionally practical, and you can return to the checklist at the end when you are ready to review your work.
- Define wins, losses, no-decisions, and the appropriate respondent.
- Contact respondents soon after the decision.
- Ask about decision criteria, alternatives, perceived strengths, concerns, and process experience.
- Separate prompted ratings from open-ended explanations.
- Compare survey accounts with CRM facts without exposing unnecessary personal data.
- Aggregate patterns and avoid using research to evaluate individual salespeople.
What This Helps You Accomplish
Win-loss research can correct internal narratives, but only when questions allow buyers to describe their own decision rather than endorse a list of presumed causes.
A Quick Confidence Check
- Include no-decisions.
- Ask quickly.
- Use neutral wording.
- Protect confidentiality.
- Analyze patterns, not blame.
Common Questions
Can I use this guide if I am new to this?
Yes. B2B marketing, sales, product, and strategy teams studying completed buying decisions. Follow the steps in order, start with a small test, and use the final checklist before you field or report anything important.
What is the simplest way to get started?
Begin by define wins, losses, no-decisions, and the appropriate respondent. Next, contact respondents soon after the decision. You do not need to perfect every setting before running a small preview or pilot.
How do I know when I am ready?
Use the confidence check above. In particular: Include no-decisions. Ask quickly. Use neutral wording. Protect confidentiality. When the decision is consequential, keep your study documentation and ask a qualified colleague or methods reviewer to examine the design as well.
Related Guides
Research artifact: sample data, codebook, and scriptsResearch Pathways
Product names and fielding platforms mentioned in this guide belong to their respective owners. Conjoint Survey is an independent academic research tool and is not affiliated with, sponsored by, or endorsed by those services.